CUSTOMER ADVOCACY: Definition, What They Do, Salary, Program & Marketing

Customer advocacy
Image Credit: Salesforce

Every business or organization aims to have the best customer experience and satisfaction. If not to draw customers’ attention to its goods and services, but at most boost its sales through referrals and other avenues. If you aim to build and expand your business to attract more clients, then customer advocacy is one of the first strategies you should focus on. Yeah, we got you covered. This article, however, covers everything about customer advocacy, including the job description, marketing program(s), and salary.

What Is Customer Advocacy?

Customer advocacy is when a company or organization puts the needs of its customers first. This involves many ways, such as providing excellent customer service, offering fair prices, or standing up for customers’ rights. It is also a form of marketing that aims to create relationships between a company and its customers.

Advocates may be employees, customers, or third-party representatives. They often use social media, word-of-mouth, and referrals to spread the word about a company. They may also write reviews, give presentations, or host events to help create brand awareness, build customer loyalty, and generate leads

Customer advocacy is an important part of a company’s overall marketing strategy. It is important because it helps create a positive customer experience. When customers feel you listen and attend to their needs, they are more likely to remain loyal to a company. Additionally, customer advocacy can help build trust between a company and its customers. Trust is essential for any relationship and when customers trust your company, they are more likely to do business with you.

What Is Advocacy In Customer Success? 

Advocacy in customer success is the act of championing customers within an organization. This can take many forms, from providing feedback to product teams to acting as a conduit between customers and other departments within the company. Customer success advocates are passionate about their customers’ success and work to ensure they are receiving the best possible experience from the company.

Advocacy can be a powerful tool for driving change within an organization. By speaking up for their customers, customer success advocates can help to shape product development, influence company policy, and improve the overall customer experience. In many cases, customer success advocates are the customers’ loudest and most powerful voice within the company.

However, Customer success advocates play a vital role in ensuring customers are happy and successful. Their advocacy can help to improve the customer experience, drive product development, and influence company policy.

What Is The Role Of Customer Advocacy? 

In today’s digital world, customer advocacy is more important than ever. With so many choices available, potential customers often rely on the recommendations of others before making a purchase. Below are some of the customer advocacy job descriptions:

  • A customer advocacy job description includes improving customer satisfaction levels. This involves developing new policies and procedures, training customer service staff, and monitoring customer feedback. 
  • Customer advocates are typically passionate about the company and its offerings and use their personal experiences to connect with customers and create loyalty. Hence, they create mutual relationships with customers and resolve any issues they may have. 
  • In some cases, the customer advocacy job description includes handling customer complaints and mediating between customers and company representatives. To be successful in this role, build trust and credibility with customers. So, by sharing positive experiences, customers can help guide others to the best products and services available.

Customer Advocacy Program 

A customer advocacy program is a marketing and customer success strategy that helps identify, reward, and encourage customers willing to advocate on behalf of a company or product. This program can help to improve customer loyalty and repeat business. In some cases, customer advocacy programs may also work to improve public perception of a company.

These programs typically involve some combination of social media, online reviews, and referrals. The benefits of customer advocacy programs are twofold:

  • First, they help create a network of customers willing to speak positively about your company or product. This can be valuable in terms of generating word-of-mouth marketing and social proof. 
  • Second, these programs can help identify and reward your most loyal and satisfied customers. This can create a feedback loop that further encourages customer advocacy.

Overall, customer advocacy programs can be a valuable tool for companies looking to generate word-of-mouth marketing and build customer loyalty.

Customer Advocacy Marketing

Customer advocacy marketing is a strategy that relies on customers to promote a company’s products or services. This type of marketing typically involves customers sharing their positive experiences with a company’s products or services with their friends, family, or social network. 

Customer advocacy marketing is an effective way to build brand awareness and create positive word-of-mouth for a company. For instance, companies can create awareness through customer loyalty programs, social media campaigns, and creating content that customers can share with their networks.

There are a few key things that companies should keep in mind when implementing a customer advocacy marketing strategy. 

  • First, identify and target customers likely to be advocates for your brand. These customers should be passionate about your products or services and have a large social network. 
  • Second, you should give customers the tools to share their experiences with your brand. This includes creating social media content, developing marketing collateral, or providing access to exclusive deals or discounts. 
  • Finally, you should measure and track the results of your customer advocacy marketing efforts to ensure it is effective.

In addition, the goal of customer advocacy marketing is to create a group of customers who are not only loyal to the company but also willing to spread the word about the company and its products or services. Hence, this can help increase brand awareness and ultimately lead to more sales.

What Is Customer Advocacy Strategy? 

A customer advocacy strategy is a plan for how a company will create and maintain relationships with its customers.

What Are The 4 Key Advocacy Skills? 

#1. Communication Skills

Communication is a key advocacy skill. It involves understanding and conveying information clearly and effectively. It also involves active listening, the ability to listen to and understand what others are saying.

Advocates need to be able to communicate with many people, including those with different levels of education, cultural backgrounds, and life experiences. As a result, to be an effective advocate, it is essential to have strong communication skills.

#2. Networking

Networking involves developing and building mutual trust with others to influence them on topics that are important to you. Advocacy is about speaking up for what you believe in and working to influence the decisions of those in power. 

Whether you’re advocating for a cause, a community, or yourself, networking is a key skill to have. Through networking, you develop relationships with others who can help you achieve your goals. 

#3. Teamwork

Teamwork is an essential advocacy skill because it allows advocates to pool their resources and create a more powerful force for change. When advocates work together, they can share information and expertise, pool their financial resources, and create a larger platform for their voices.

#4. Analytical skills

Good analytical skills allow advocates to see beyond the surface of an issue and identify the root cause of a problem. This deep understanding is necessary to develop targeted and effective solutions. 

Additionally, analytical skills are essential for evaluating the effectiveness of advocacy efforts and making necessary adjustments. Without strong analytical skills, advocates might not create positive change.

Customer Advocacy Salary 

The salary for customer advocacy positions varies on the company, job description, and marketing and program experience. However, the average salary for customer advocacy positions in the United States is about $62,000 per year.

Meanwhile, customer advocacy is a rewarding career for those passionate about brands and helping others. Customer advocates typically work in customer service or sales departments. Thus, those who are successful in this field will have excellent communication and people skills, as well as a deep knowledge of the products or services they are promoting.

How Do You Build Customer Advocacy? 

There are a few key things you can do to build customer advocacy:

  • Make sure your product or service is top-notch quality. This is the most important thing because if your product isn’t good, customers won’t want to recommend it to others.
  • Give your customers a great experience from start to finish. This means providing excellent customer service, being responsive to customer feedback, and making it easy for them to do business with you.
  • Update your customers on what’s new with your product or service. This will keep them engaged and show them that you’re always working to improve.
  • Show your customers some love. This means giving them discounts, freebies, or just showing your appreciation for their business. With these tips, your customers will spread the word about your products.

What Are The 3 Types Of Advocacy? 

There are three types of advocacy: self-advocacy, peer advocacy, and systems advocacy. 

#1. Self Advocacy

Self advocacy is when people speak up for themselves and their rights through assertiveness training, public speaking, and self-defense. 

#2. Individual Advocacy 

Individual advocacy is when an individual speaks and advocates for those vulnerable. For example, people with significant mental health and medical needs.

#3. Systems Advocacy 

Systems Advocacy is when individuals work to change the systems and structures that perpetuate inequality and injustice. It can be through policy change, grassroots organizing, and activism.

What Are The 5 Steps To Advocacy? 

Advocacy is the process of supporting a cause or proposal. The five steps to advocacy are:

  • Identify The Issue: The first step is to identify the issue you want to advocate for. Research the issue, talk to the victims, and/or attend related events.
  • Educate Yourself And Others: After identifying the issue, educate yourself and others about it. To do this, read about the issue, attend conferences or workshops, and/or talk to experts.
  • Develop A Plan: The next step is to develop a plan of action. This plan should include what you want to accomplish, who you want to involve, and how you will accomplish your goals.
  • Take Action: The fourth step is to take action. This can include writing letters, talking to decision-makers, organizing events, and/or raising awareness.
  • Evaluate And Adjust: The final step is to evaluate your efforts and make adjustments. This includes reflecting on what has worked and what has not, and making changes to your plan accordingly.

What Are The 7 Points Of Advocacy?

The seven points of advocacy are clarity of purpose, independence, confidentiality, person-centered approach, empowerment, equal opportunity, and accountability.


Customer advocacy is a field in which professionals work to protect and represent the interests of their company’s customers. Although customer advocacy can be an excellent marketing program to generate buzz and increase your clientele, ensure your clients are happy with your goods and services before seeking their assistance. If your customers are satisfied, your company will be rated high; otherwise, you risk losing sales and clients.



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